I'm Derek Johnson with tatango.com.
And today, I'm gonna be talking about how to make the app download process easier for
your consumers, especially when they see your app advertised in traditional media, things
like radio, print, television.
If your consumer is currently on their mobile phone scrolling through Facebook or on their
mobile web browser, and you advertise your mobile app to them, it's very simple.
They just click on the ad, and they go to the mobile app page, and they download it.
But if you have a billboard, a radio, television, print, advertisement for your mobile app,
the best really you can do without text messaging is to tell the consumer to go to their mobile
app store and find the app.
That's not a really good experience, it's really hard and it produces a lot of chance
for the consumer to just drop off and do something else.
So with text message marketing, you're able to make the whole process of downloading the
mobile app from traditional media, radio, print, television, much more simple, and essentially
give them the same type of experience that they would if they were scrolling through
Facebook or on the mobile web, and they just click and download your app.
So let me show you how this works with a great example from Macy's.
So Macy's has the short code which is a five to six digit number.
They're using 622-97.
So what I'm gonna do is I'm going to text 622-97 and I'm gonna text the word App.
And the reason I'm doing this is in store, in print advertising, Macy's is telling consumer,
"Download our mobile app."
And to do that, all you have to do is text the word App to 622-97 on your mobile phone.
So I'm gonna do that.
And then immediately after I text the word App, Macy's sends a text message with a link
that directly connects me to the mobile app store for my mobile phone so I can just download
the app right away.
So let me click on this link.
And as you'll see here, it's opening up a webpage and then it's triggering me to go
to the App Store.
What's really nice about the way that Macy's is doing this is instead of asking me, "Click
here for Android, click here for iOS," it's knowing what my phone type is because they're
opening the mobile browser and then they're directing me based on the mobile phone browser
to the appropriate App store.
So in this example, I'm going...because I'm on an iPhone, I'm going to the App Store.
I click Open and it's that simple.
I'm there, I haven't seen anything else, I haven't seen my updates, I haven't seen the
home page of the iOS store, which we can go look at it.
This is what people would land on if they went to the iOS store because you told them
to go search for your mobile app.
You know, there's a bunch of stuff here that would definitely distract me from finding
your app and then when I go search, I have also trending apps.
It's essentially a trap that would take me away from finding your mobile app.
So instead of all of this, we could go and we could look at this example from Macy's,
and I simply just click the link, click Open, and that's all.
No distraction, no taking me to other places, no recommending other apps.
This allows a brand like Macy's to advertise using traditional media: radio, print, television,
and push people directly to their mobile app download page, just like they would if they
were advertising on the mobile phone through like Facebook or a mobile browser.
So hopefully, this helps brands come up with a strategy that will allow consumers to text
message into their short code, and then receive a link to download the app, and essentially
making the whole app download process easier on the consumer, and when you do that, you're
gonna increase the amount of downloads that your brand is getting.